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Viral Marketing Techniques -

Viral marketing was first launched by Hotmail’s tagline “Get your private, free e-mail from Hotmail at www.hotmail.com” and the resulting successful widespread diffusion of Hotmail. This tag line, which appears to every email sent from a Hotmail account, was passed on from existing Hotmail users to the recipients of their email messages in the way that viruses spread, hence the term viral marketing. While viral marketing is nothing more than “a new interpretation of the word-of-mouth-paradigm”, the use of the Internet for spreading the message clearly is a new concept that would not have been possible without the widespread diffusion of information and communication technologies. For the purposes of this study we will consider viral marketing as a technique which utilises the Internet to transmit and spread messages amongst people who will filter and forward these messages to their friends and peers, who may be potentially interested in the message content.
The communication style used for message transmission is usually very informal. Messages are spread through different channels such as video, email, blogs, chat rooms and forums. They may contain various types of
content ranging from text and images, to PowerPoint files, Flash animations and more.

Recently, users found an additional channel to distribute and share their video clips online via services like YouTube. The value of such services and their potential impact as viral marketing tools were demonstrated by Google’s acquisition of YouTube in 2006 for 1.65 billion US dollars (BBC,
2006a). One significant benefit of web-based viral channels is that they often provide mechanisms for measuring the popularity and success of a campaign. For example, YouTube measures the number of times a video clip was viewed and the viewer ratings, while it allows feedback through the viewer comments. This information is publicly available. Click here for more info...

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